Africa’s Most Successful Women introduces you to the most
outstanding African women who are making giant strides in business,
politics, technology, entrepreneurship and leadership on the continent
and elsewhere around the world. Article below written by Mfonobong Nsehe for
Forbes
Mo Abudu, a 50 year-old Nigerian media entrepreneur and talk show host, is the founder of Ebony Life TV,
a fast-growing black African multi-broadcast entertainment network,
which showcases informative and entertaining programmes that portray
Africa at its best. Abudu, who has been described by international news
outlets as ‘Africa’s Africa’, is keen in her resolve to rewrite Africa’s
story. And it’s time you took notice. In a recent email interview, she
recounts her entrepreneurial journey and reflects on the lessons she has
learned along the way.
You are the host of ‘Moments with Mo’, one of the most
successful syndicated talk shows on African regional television. And now
you run an African television network. Walk me through your journey as a
media entrepreneur
My passion to help change the narrative about Africa began to grow as
far back as when I was a teenager living in the UK, schooling in
Tunbridge Wells in Kent, a town that had just a few blacks at the time.
As I have said many times in the past, here, I had to learn to stand up
for myself, to defend my identity and my race in an environment where
you continually got asked the most ridiculous and mind-boggling
questions like “Do you guys live in trees and holes in Africa?” “Do you
guys dance around fires?” “What do you eat for breakfast?” Very ignorant
questions. Those sort of questions could either make or break your
spirit but I was very determined that I was going to stay strong. This
kind of afro-pessimism simply fuelled a burning, deep-seated desire in
my subconscious to one day help to rewrite the African story; to get
people to talk about the issues that affect our society and to tell the
African narrative in a contemporary and interesting way; to change the
perception the world had of us; to let the world know that in spite of
our challenges as a developing continent, Africans are not a bunch of
savages but mostly a breed of gifted and remarkable people. So, after my
education and a flourishing modelling career in the UK, I returned to
Nigeria in my late twenties. My children had reached their teens; I had
begun enjoying a successful career as Head of Human Resources and
Administration for oil giant, Esso Exploration and Production Nigeria
Limited (ExxonMobil). I always say that this experience at ExxonMobil
was the best thing that happened to me at that time because the job gave
me an invaluable understanding of corporate structure and business
discipline, which would eventually prove very useful in my future
business endeavours, to include the Protea Hotel Oakwood Park, of which I
remain a shareholder and director; Vic Lawrence & Associates, now
one of Nigeria’s leading outsourcing firms, where I also remain founder,
and so on. However, as successful as all these business ventures have
thankfully been, nothing perhaps has given me the most fulfilment as the
prospect of exploiting the media as a tool to affect global perceptions
about Africa. So, with no TV experience whatsoever, I had approached
DStv back then with the Moments with Mo proposal which I had hoped would
persuade them to see that it was time Africans had a talk show that
projected all that was positive, progressive and celebratory about the
continent. I had seen a gap in the market for talk shows that were
quintessentially African on the DStv bouquet. I had observed that there
were talk shows on NTA, and other Nigerian channels but there wasn’t a
single Pan-African talk show at the time. I did not get a positive
response from DStv as I was told they were not looking for a Pan-African
talk show on the platform at the time. But interestingly, in response
to the need for local content on the platform, the window of opportunity
soonopened for us and that was how, in 2006, Moments with Mo was born
out of the vision to build and project a new, stronger, more independent
and more confident Africa; an Africa that speaks for itself; that
celebrates its people and achievements and solves its own problems.Ihad
taken about 5 pilots of my talk show to them back then but they were all
rejected and eventually, one was accepted. And even at that point, I
was told they were not going to commission, that they were only going to
license, which means they would buy the content from you at an agreed
price. So I was told to go and look for sponsors, which I did, and the
rest, as they say, is history.
Why did you choose to then start EbonyLife TV, Africa’s first
global black entertainment network, and describe the transition from
talk show host to head of a television company, navigating a teething
media business sector with no prior experience?
The irony was that as far back as 2006 when I first approached DStv
with the proposition that Africa was ripe for its own Oprah Winfrey or
Ellen DeGeneres show, I was at the same time already requesting for a
global TV channel opportunity. At the same time I was exploring channel
possibilities with SKY in the UK. I have always reckoned that the vision
to project Africa in a different, more positive light, needed a big
platform and this was what spurred me to start thinking of establishing
EbonyLifeTV. Looking back now and considering how ambitious the dream
was and all we had to surmount to arrive at where we are now, one has to
admit that God’s appointed time is always the best. I think, for the
media however, the sector may have been run by people who are very
passionate about the sector rather than people who are business
managers, suffice to say it is crucially important to understand the
business of the media. You have to be very passionate about what you do
and at the same time, be a business manager, which includes having a
solid business plan.I don’t think the financial sector in Nigeria
understands our sector, I can tell you this because we spent a long time
at strategy sessions with expatriate financial consultants who really
understood media businessto help identify what the revenue streams in TV
are because in every business, there has to be a way to make money.
It’s not just about the passion to sell Africa’s story, if you want it
to generate money, there’s got to be something bankable in it.
Sometimes, you may not have all the expertise required to make what you
dream of in terms of profitability,you then have to find someone that is
business savvy enough to show you how this business works. He will also
tell you how long it is going to take for you to break even, especially
if the business is media. Media is one of those businesses that take
off very slowly, so you know that borrowing money at a high interest
rate to run the media business is not the way to go. Gaining this
understanding was key in getting EbonyLife TV off the ground and running
till today.
How would you describe EbonyLife TV and the kind of programming it provides?
EbonyLife TV creates content that speaks to the continent’s most
important demographic, the custodians of the present and of the future,
the youth aged 18 to 34. We believe no one is speaking to this key
demographic of the continent the way we do. This is a demographic that
is extremely passionate and confident; tremendously creative and
global-minded. It is one that craves a platform for self-definition and
self-expression; one that sees a different Africa, an Africa that tells
its own story through the showcasing of the continent’s best talents,
from lifestyle and entertainment to fashion and music, education,
information, love and relationships. So, with the mantra “Live the
EbonyLife”, our channel is proud to be broadcasting premium, original
and exclusively African programming which is both inspirational and
aspirational, celebrating style and success while motivating the
audience to dream and dream big. Our programming is one that leaves the
viewer with a cool, glossy, polished and sophisticated experience, from
reality to talk; drama to entertainment and comedy. Through our
programming, we also avail companies amazing brand integration and
placement opportunities like never before. We believe it is very vital
to give African brands, big and small, the opportunity to be seen on a
global scale, showing the world that African brands can compete with the
world’s best.
What lessons have you learned in business?
I have learned that information is power. The media business in
Nigeria and indeed, Africa is grossly underestimated and the windows of
opportunity need to be further explored. A lot of people do not
understand the power of the information. One needs to be armed with
information in order to successfully navigate any venture. Information
is your compass. If you know better, you will do better. Before deciding
to enter into any venture, one must, to the best of their ability have
explored possibilities for growth, foreseen challenges, made
projections, thought exhaustively through every inch and breadth of the
venture and researched what other people have done to succeed and where
they failed.
What advice do you have for those who desire to follow your entrepreneurial footsteps?
Anyone who wishes to be an entrepreneur must know that bright ideas
are great, however, they are not even half of the work; execution is
everything. Yes, as the saying goes, ‘there is nothing more powerful
than an idea whose time has come’, but when that time comes, you must be
prepared to bleed sweat, tears and blood to bring your ideas to life.
For women, never ever see your gender as a handicap. Never think
yourself inferior. Be ready to do twice the work for half the usual
reward. When the door isn’t opened, kick down the door. Take the regular
harassment and other obstacles women face in stride. In fact, be
prepared for them. Be prepared to be told off, to be told you are not
good enough, to go unrewarded for even doing the same work your male
counterpart has done. Work with your passion, let it consume and drive
you. Do not be distracted. On down days, it will keep you going. Also,
surround yourself with like minds. In fact, you should exhaustively
curate those who will go along with you on your journey. I can’t say
that enough.
